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Wickstead, who founded her label in 2008 and has dressed the Duchess of Cambridge and the Prime Minister's wife, Samantha Cameron, said she was "honoured" to be part of the shortlist, which was whittled down by a panel made up of Derek Blasberg, Daniella Helayel, Caroline Issa, Stephen Jones, Rupert Sanderson and Stephen Webster.

Of the £25,000 prize she told
The Telegraph
: "This kind of amount of money just enhances our opportunity to do anything; it brings about a better collection, it brings about better PR, and it's all part of our plan of things we want to do in the very near future."

Fyodor Golan autumn/winter 2013 collection. Photo: Reuters

On October 29 the finalists will put on a catwalk presentation showcasing their collections to an audience of VIPs and global media at The Dorchester on Park Lane.

Wickstead feels an affinity with the hotel group, which counts the the Beverly Hills Hotel in Los Angeles and Le Meurice in Paris in its portfolio, because it represents: "luxury and style; an elegant life, let's say, and I love the idea of being linked to that, it's very much what I design and what my fashion is all about."

From September, creations by the shortlisted brands will de displayed in the lobby of The Dorchester for all to see, a prospect Wickstead finds "exciting", because: "you don't know who's going to walk through that hotel lobby."

The prize also includes a two-night stay at the hotel of the winner's choice. So where would she go?

"The Beverly Hills Hotel has actually been part inspiration for my new collection [for spring/summer 2014] and I'm fascinated by that era," she reveals, quickly making her mind up. "I love the fact that you walk into that lobby and nothing's been touched. It's my favourite part of the hotel."